Download Advertising

Advertising
Mgr. Linda Kozakova
[email protected]
Tel.: +420 724 060 121
Today´s TO DO´s
Lesson 1
Introduction
Advertising
Introduction
1 Introduction
2 Role of Advertising in Marketing Mix
3 Definitions of Advertising
4 Features of Advertising
5 Objectives of Advertising
6 Importance of Advertising
7 Active Participant in advertising
Role of Advertising
in Marketing
Communication
Marketing
Marketing is the process by which companies create value for
customers and build strong customer relationships in order to capture
value from customers in return
Marketing is the process of communicating the value of a product to
customers, for the purpose of selling that product (goods or services.
Another simple definition of "marketing" is "managing profitable
customer relationships".
Marketing is managing profitable customer relationships.
Marketing is a form of communication between you and your
customers with the goal of selling your product or service to
them. Communicating the value of your product or service is a
key aspect of marketing.
Marketing
Product
Place
Price
Promotion
Marketing Communication
Public
Relations
Sales
promotion
Advertising
Personal
selling
Direct
marketing
Marketing Communication
Advertising
Definition of Advertising
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended
to inform or influence people who receive them.
Advertising Association of the UK
Any paid form of nonpersonal presentation and promotion of ideas, goods or
services by an identified sponsor.
Features of Advertising
Features of Advertising
1. Communication : Advertising is means of mass communication reaching the
masses.
2. Information : Advertising informs the buyers about the benefits they would get
when they purchase a particular product.
3. Persuasion : The advertiser expects to create a favourable attitude which will
lead to favourable actions.
4. Profit Maximisation : True advertising does not attempt at maximising profits by
increasing the cost but by promoting the sales.
5. Non-Personal Presentation : Advertising is not meant for anyone individual but
for all. There is absence of personal appeal in advertising.
Features of Advertising
6. Identified Sponsor : A sponsor may be an individual or a firm who pays for the
advertisement.
7. Consumer Choice : Advertising facilitates consumer choice.
8. Art, Science and Profession : Advertising is an art because it represents a field of
creativity.
9. Element of Marking Mix : Advertising is an important element of promotion
mix. Advertising has proved to be of great utility to sell goods and services.
10. Element of Creativity : A good advertising campaign involves lot of creativity
and imagination. When the message of the advertiser matches the expectations of
consumers, such creativity makes way for successful campaign.
Objectives of Advertising
Objectives of Advertising
1. To introduce a new product by creating interest for it among the prospective
customers.
2. To support personal selling programme. Advertising maybe used to open
customers' doors for salesman.
3. To reach people inaccessible to salesman.
4. To enter a new market or attract a new group of customers.
5. To light competition in the market and to increase the sales as seen in the fierce
competition between Coke and Pepsi.
6. To enhance the goodwill of the enterprise by promising better quality products
and services.
7. To improve dealer relations. Advertising supports the dealers in selling he
product. Dealers are attracted towards a product which is advertised effectively.
8. To warn the public against imitation of an enterprise's products.
Importance of Advertising
Importance of Advertising
1. Promotion of Sales : It promotes the sale of goods and services by informing
and persuading the people to buy them. A good advertising campaign helps in
winning new customers both in the national as wet as in the international
markets.
2. Introduction of New Product : It helps the introduction of new products in the
market. A business enterprise can introduce itself and its product to the public
through advertising. A new enterprise can't make an impact on the prospective
customers without the help of advertising. Advertising enables quick publicity in
the market.
https://www.youtube.com/watch?v=OYecfV3ubP8
3. Creation of Good Public Image : It builds up the reputation of the advertiser.
Advertising enables a business firm to communicate its achievements in an effort
to satisfy the customers' needs. This increases the goodwill and reputation of the
firm which is necessary to fight against competition in the market.
Importance of Advertising
4. Mass Production : Mass production reduces the cost of production per unit by
the economical use of various factors of production.
5. Research : Advertising stimulates research and development activities. Every
firm tries to differentiate its product from the substitutes available in the market
through advertising. This compels every business firm to do more and more
research to find new products and their new uses
6. Education of People : Advertising educate the people about new products and
their uses. Advertising message about the utility of a product enables the people
to widen their knowledge.
7. Support to Press : Advertising provides an important source of revenue to the
publishers and magazines. It enables to increase the circulation of their
publication by selling them at lower rates. Advertising is also a source of revenue
for TV network.
Active Participant
Active Participant
1. Advertiser
2. Target audience (Readers, Listeners, Viewers and Present and Future Buyers)
3. Advertising Agency
4. Advertising Production People (Artists)
5. Mass Media
6. Government Authorities
Questions
1. Explain how the following group of people are involved in advertising. a) Mass
Media b) Target Audience c) Advertising Agencies d) Government Authorities
2. “To sell something is not the only objective of Advertisement”. Discuss.